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Email Marketing
B2B and B2C businesses alike send out several emails, constantly, in the hopes of attracting new business, upselling to existing customers or trying to attract old clients or lost prospects. What 99% of these businesses don’t understand is that it isn’t enough sending emails to thousands of recipients with random, impersonal messages. You shouldn’t blindly throw a large net into the ocean and hope for a tasty catch.
Email, like every other aspect of marketing, requires an in-depth strategy with a heavy emphasis on personalization and automation. You need to highlight the goals and objectives of each email campaign, ensuring you’re tracking every open and click and ROI on each email that’s being sent as part of that campaign. Above all else, you need to build a structure that lends into the strategy for each email and understand your target in detail to ensure your emails are being opened and successfully converting.
Email Marketing
We can build you a sample email workflow
We can build you a sample email workflow
If we understand your target and objectives, we can build you a sample email workflow for free and show you how it’s done. Book a 30-minute consultation with our Customer Success Manager.
Book ConsultationEmail Automation
If you’ve ever used MailChimp to schedule an email to be sent at 9 am on a Sunday morning, telling your database about a new offer on your product/service, you’ve got some experience with email automation. Though that’s not what we’re talking about here. Over the last decade, there has been a massive growth in CRM (Customer Relationship Management) tools and email marketing software specifically built for industries and various business sizes. One of their primary offerings is email automation.
Email automation is built via workflows that are complex flowcharts using IFTTT (If This Then That) principles. The rules are determined by your objectives. A simple example of this is:
- User requests a product demo on your website
- User is sent an automated email thanking them and letting them know a sales specialist will reach out to schedule the demo OR they get sent a calendar link to book a time slot of their convenience with the next available sales guy (fully automated and smart)
- User is then added to a Nurture Campaign
- Nurture campaign is a set of 5 emails sent over 5 days, highlighting the best features and USPs of the product in order to educate and engage the user
Email marketing and automation can work for just about every industry and business that deals with other people. It’s crucial for B2C businesses and can be used very cleverly for B2B businesses as well. We have multiple campaigns running constantly that send out newsletters to our entire database, case studies to our customers/prospects and even a few that we use for prospecting new customers.
Personalization
If you think back to the last promotional email you clicked on, there’s a good chance the subject had your name in it or something very relevant to you. Personalization in emails and even on websites has become an important part of marketing strategies over the last few years. When users give you their email address and data, you need to treat it as valuable currency. When they allow you to track them via cookies, you need to make sure you’re using that data to be as relevant as possible.
This may sound daunting but it isn’t. It just requires an experienced email marketer to dive deep into the business and identify every possible opportunity to connect and engage with prospects while they’re in or entering the marketing funnel. Ecommerce businesses see a whopping 50% increase in sales and B2B businesses gain a competitive advantage unlike any other.